1. Design
Sources and Heat Exchanger
Technical Manufacturer
Experts

2. Payment
Insurance Doctor
Company
Medical
Payment Services
Data
Service
Service Provider Patient
In House Care
Services
Payment
GlucoSentient

3. What We Found: Patient Care Flow
Electronic Partners/
Health Fluid Synchrony
OEMS
Records
Electroni
Support Pump + Bundled
c
ServicesControlle Kits
Actionable feedback Records r
to doctors/institutions
E-prescription / closing loop
Surgery/Rx/
Patient
Discharged reprogrammin
g Hospitals
(Anesthesiologists
Neurosurgeons)
Trial period/
Scheduled
Home
follow-up
setting
- Process shortened to days
- Improves outcomes

4. What We Found: Value Chain
CPT reimbursement
Pump $13,305 Pay for coverage
Service provided
Surgical Kit $2887
Refill Kit $200
Fluid Synchrony
Product Hospital
purchase Reimbursement
4

5. Product and Payment Flows
$250
$200 Year
unit
Cosmetics Department
Contract
Manufacturer
MySkin Tech Firm or Spas / Stores or
Salons Sales Reps
Increased
$500 - $1K Sales
unit
Consumer
MySkinTone Product Money Cosmetics Cosmetic Money
• B2B2C customer relationship
• MySkin Technology customer are also strategic partners
• Instrument is simple and inexpensive enough for broad deployment
5

6. Precursor Synthesis
Precursor in Cassette
Cassette (device)
Finished product
6
I-Corps Final Presentation 12/14/11

7. Sourcing for Expanded Product Offering
Electronic
Health Fluid Synchrony OEMS
Records
Electroni
Support Pump +
er er
Bundled
c
ServicesControlle Kits
tn tn
Records r
P ar P ar
Hospitals
(Anesthesiologists
Patients Neurosurgeons)
Pain Clinic
(Anesthesiologists
Neurosurgeons)
7

8. The Lean LaunchPad
Lecture 3: Customers
Steve Blank
Jon Feiber
Jon Burke
Jerry Engel
#leanlaunchpad

9. Agenda
• Team Bus Model Presentations
• Customer Segment
– Business model = b-to-b, b-to-c, b-to-b-to-c
– Ecosystem= payers, users, saboteurs, advocates

10. VALUE PROPOSITIONS
what are you offering them? what is that getting
done for them? do they care?
images by JAM

11. CUSTOMER SEGMENTS
which customers and users are you serving? which
jobs do they really want to get done?
images by JAM

12. CUSTOMER SEGMENTS
which customers and users are you serving? which
jobs do they really want to get done?
images by JAM

13. Where we are…

14. Test
Hypotheses:
• Problem
• Customer
• User
• Payer

15. Test
Hypotheses:
• Problem
Don’t Confuse • Customer
Customer • User
with the Sales • Payer
Channel!

16. Who’s The Customer?

17. Canvas (11/15/11)
Chronic Pain v7 FS Team
Trade shows
• Personalized relief Training Patients
Formulary Acceptance • Comfort
KOLs
Clinical data
FDA
Foundations • Efficient patient Clinicians
management Support
CMS (Medicare)
Advocacy Groups • Dosing flexibility
• Simpler surgery
OEMs (placement)
Institutions
Electronic health IP Access to high-value Hospitals
record providers therapies and
Proprietary pharmacoeconomics
knowledge Pain clinics Payors/ICA
Human pharmacoeconomics
Resources
Product Dev Costs Unit sales
Manufacturing Costs Support Services
Marketing Costs FDA/Clinical Trials
Bundled kits Electronic records
17

18. Canvas (11/15/11)
Chronic Pain v7 FS Team
Trade shows
• Personalized relief Training Patients
Formulary Acceptance • Comfort
KOLs
Clinical data
FDA
Foundations • Efficient patient Clinicians
management Support
CMS (Medicare)
Advocacy Groups • Dosing flexibility
• Simpler surgery
OEMs (placement)
Institutions
Electronic health IP Access to high-value Hospitals
record providers therapies and
Proprietary pharmacoeconomics
knowledge Pain clinics Payors/ICA
Human pharmacoeconomics
Resources
Product Dev Costs Unit sales
Manufacturing Costs Support Services
Marketing Costs FDA/Clinical Trials
Bundled kits Electronic records
18

19. Business Canvas -

20. Business Canvas -

21. The Business Model Canvas
Technical Assistance
cGMP manufacturer SOPs for precursors
(Image Atlas) Radiopharmacies
Radiopharmacies and drugs Accessibility (RCY) FDA regulatory support
Nuclear Medicine and Recruit clinical sites
Purity Equipment producers
Radiology departments In vivo animal studies Speed
Develop regulatory PET/SPECT Prescribing physicians
plan for pre IND
Multiplatform Technical assistance
meeting
Sensitivity (nca) Radiologist who perform
ID cGMP CRO
Pharmaceutical Specific compounds studies
Fund-raising
development
companies
General
IP methodology for
PoP data Direct sales of precursor Drug developers
adding fluorine to
lead compounds of
IP R&D and clinical studies
interest
PoP data presented in journals and
meetings Radiologists
Regulatory plan
Understanding of the
regulatory process
Sales of intermediates
Contract cGMP precursor manufacture
Salary, Rents
Technology license
Clinical trials
Product license (royalty)

22. The Business Model Canvas
Technical Assistance
cGMP manufacturer SOPs for precursors
(Image Atlas) Radiopharmacies
Radiopharmacies and drugs Accessibility (RCY) FDA regulatory support
Nuclear Medicine and Recruit clinical sites
Purity Equipment producers
Radiology departments In vivo animal studies Speed
Develop regulatory PET/SPECT Prescribing physicians
plan for pre IND
Multiplatform Technical assistance
meeting
Sensitivity (nca) Radiologist who perform
ID cGMP CRO
Pharmaceutical Specific compounds studies
Fund-raising
development
companies
General
IP methodology for
PoP data Direct sales of precursor Drug developers
adding fluorine to
lead compounds of
IP R&D and clinical studies
interest
PoP data presented in journals and
meetings Radiologists
Regulatory plan
Understanding of the
regulatory process
Sales of intermediates
Contract cGMP precursor manufacture
Salary, Rents
Technology license
Clinical trials
Product license (royalty)

23. The Business Model Canvas - #1
Air Quality Landowners-
Crew Training Improvement Wood waste
Landowners generators
Secure feedstock Waste Removal
C - Sequestration
Blanket
R.E.Credits
Manufacturer
IP
Know How
Relationships
With
Landowners
Franchise
Field Blanket sale/
Operation Franchise
Service For
Capital Waste Removal
Fixed costs

24. The Business Model Canvas - #1
Air Quality Landowners-
Crew Training Improvement Wood waste
Personal
Landowners Assistance generators
Secure feedstock Waste Removal
Biochar user
C - Sequestration Industrial
Blanket Marketing R.E.Credits
Manufacturer
Increased Soil
Productivity with Biochar user
IP Lower inputs Retail Gardening
Know How Direct
Distributors
Reduce Run Off Sale
Relationships Retail Biochar user
With Agricultural
Landowners Low cost
Reliable Char Wholesale
Biochar Biochar users
Low cost source Energy
Advocates Franchise
Supply
Field Blanket sale/
Distribution Franchise Sale of Biochar
Operation
Service For
People Capital Waste Removal
Fixed costs

25. The Business Model Canvas - #1
Air Quality Landowners-
Crew Training Improvement Wood waste
Personal
Landowners Assistance generators
Secure feedstock Waste Removal
Biochar user
C - Sequestration Industrial
Blanket Marketing R.E.Credits
Manufacturer
Increased Soil
Productivity with Biochar user
IP Lower inputs Retail Gardening
Know How Direct
Distributors
Reduce Run Off Sale
Relationships Retail Biochar user
With Agricultural
Landowners Low cost
Reliable Char Wholesale
Biochar Biochar users
Low cost source Energy
Advocates Franchise
Supply
Field Blanket sale/
Distribution Franchise Sale of Biochar
Operation
Service For
People Capital Waste Removal
Fixed costs

26. Contract Design Product 26
H2/HC Monitoring Provide Severe
Shops + Development
In Severe infrastructure Environment
Suppliers/Manufa Operators
Production Environments Component
cturers
sourcing Domain Specific
Research Efficiency
Suppliers
Institutes and Regulatory/Insuran (especially if R&D
Journals ce is needed)
Domain Suppliers, Applications
Minimum Viable
Regulatory and
Product
Government IP and Expertise Direct Chlorine
Reliably detect Production
Capital Assets species of interest Domain Specific
Oil and Gas
Easy to use Suppliers
Power
Sync with other
Distributors Infrastructure
maint. cycle
Wireless(if volume) …
Supplier Monitoring
Fixed Economics Sensor Sales Services
Sales and
Royalties
Marketing

27. Contract Design Product 27
H2/HC Monitoring Provide Severe
Shops + Development
In Severe infrastructure Environment
Suppliers/Manufa Operators
Production Environments Component
cturers
sourcing Domain Specific
Research Efficiency
Suppliers
Institutes and Regulatory/Insuran (especially if R&D
Journals ce is needed)
Domain Suppliers, Applications
Minimum Viable
Regulatory and
Product
Government IP and Expertise Direct Chlorine
Reliably detect Production
Capital Assets species of interest Domain Specific
Oil and Gas
Easy to use Suppliers
Power
Sync with other
Distributors Infrastructure
maint. cycle
Wireless(if volume) …
Supplier Monitoring
Fixed Economics Sensor Sales Services
Sales and
Royalties
Marketing

28. M a m m O p t ic s
t e p r a c t ic e p u r c h a s in g d e c is io n t r e

29. M a m m O p t ic s
p it a l p u r c h a s in g d e c is io n t r e e

30. M a m m O p t ic s
C u s t o m e r W o r k f lo w
In s u r a n c
e
P a t ie PC P Ma mmog r R a d io lo g i
nt O B /G a phy st
YN
T e c h n ic ia n H o s p it a l
Ma mmOpt A d m in is t r a
t io n
ic s
AC OG D o c to r
AC S s p e c ia lt y
c o m m it t e e

31. Corporate Customers
Business to Business (B to B)

32. What do they want you to do?
• Increase revenue?
• Decrease costs?
• Get them new customers?
• Keep up with or pass competitors?
• How important is it?

33. Market Type & Ignoring Customers
• Existing Market?
• Resegmenting an Existing Market?
– niche or low cost
• New Market?
• When do I ignore customer feedback?

34. Who’s the Customer in a Company?
• User?
• Influencer?
• Recommender?
• Decision Maker?
• Economic Buyer?
• Saboteur?
• Archetypes for each?

35. How Do They Interact to Buy?
• Organization Chart
• Influence Map
• Sales Road Map

36. Pass/Fail Signals & Experiments
• How do you test interest?
• Where do you test interest?
• What kind of experiments can you run?
• How many do you test?

37. How Do They Hear About You?
• Demand Creation
• Network effect
• Sales

38. Consumer Customers
Business to Consumer (B to C)

39. What do they want you to do?
• Does it entertain them?
• Does it connect them with others?
• Does it make their lives easier?
• Does it satisfy a basic need?
• How important is it?
• Can they afford it?

40. Market Type & Ignoring Customers
• Existing Market?
• Resegmenting an Existing Market?
– niche or low cost
• New Market?
• When do I ignore customer feedback?

41. Consumer Customers
• Do they buy it by themselves?
• Do they need approval of others?
• Do they use it alone or with others?

42. How Do They Decide to Buy?
• Demand Creation
• Viral?
• SEO/SEM
• Network effect?
• AARRR (Dave McClure)

43. Pass/Fail Signals & Experiments
• How do you test interest?
• Where do you test interest?
• What kind of experiments can you run?
• How many do you test?

44. The Consumer Sales Channel
• A product that’s bits can use the web
• But getting a physical consumer product into
retail distribution is hard
• Is Wal-Mart a customer?
• More next week

45. Multi-Sided Markets
Business to Business to Consumer
(B to B to C)

46. Who’s The Customer?
• Consumer End Users, Corporate Customers
Pay
• Multiple Consumers
• Etc.

47. Multiple Customer Segments
• Each has its own Value Proposition
• Each has its own Revenue Stream
• One segment cannot exist without the other
• Which one do you start with?